What is a brand?

A brand is nothing more than the set of impressions

that lives in people’s heads

Greece

Greece

Marketing is the process of identifying needs and meeting them in the most

efficient and effective way.

Western CIVILAZATION

Olympics

Democracy Maps

Alarm Clocks

ThermometerMedicine

Philosophy

Pizza

Geometry

Feta

MoneyTrial by Jury

Theater

Location

At the southeast end of Europe

Surrounded by several countries and seas

More than 2,000 islands; 227 inhabited

History + Location

Brand Awareness

Perceived Value

=

Brandingis the process of managing impressions

Strong brands create strong and consistent impressions.

The Coca Cola of cigarettes? The Marlboro of sports shoes? The Nike of coffee shops? The Starbucks of computers? The Apple of the Mediterranean?

Competitors

From 2000 to 2010

Greece29%

Turkey53%

Croatia18%

51 millions tourists

Greece

50%Turkey38%

Croatia12%

25 millions tourists

What the Brand thinks and feels

What the customers think and feel

Success for a brand is directly related to Marketing

Marketing is directly related to Perceived Value

Image / Reputation

GreeeceA Mediterranean diamondExotic destinationHistoric beauty

TheatersGoogle Apple USA

“Greeks justdon’t trust

Greeks”By Michael Lewis Vanity Fair magazine

financial writer

VSRiot cityExpensiveLaziness

Inconsistent messages resulting in negative reputation

European Commission Official Reports for 2011

Google as a brand barometer

Word Search Results• “Acropolis” – 17,600,000• “Ancient Greece” – 15,700,000• “Mykonos” – 3,350,000

• “Greece riots” – 6,770,000• “Greece corruption” – 18,200,000• “Greece crisis” – 109,000,000

That is Greece’s image!That is what Greece does when it goes to Digital

Marketing Strategy

thank you